Course Description - Assumption University
Course Description
|Name of University : Assumption University |
|School/Faculty/Department : Martin De Tours School of Management |
|Department of Marketing |
1. General Information
|1. Course ID: MK4806 |
|Course Title: Product and Brand Management |
|2. Credit Units: |
|3 Credit Units |
|3 hours/week, totally 45 hours |
|Lecture, Workshop, Simulation and Self Study |
|3. Programme and Categorization of course: |
|Bachelor of Business Administration Program in Marketing |
|Major elective course |
|4. Responsible faculty member and list of instructors: |
|A.Tuangporn |
|5. Semester/Year level: |
|: 2/Sophomore |
|6. Pre-requisite Course: |
|MKT2280 Principles of Marketing |
|7. Co-requisite Course: |
|N/A |
|8. Place of study: |
|Assumption University, Suvarnabhumi Campus |
|Assumption University, Huamark Campus |
|9. Date of preparation or latest update: |
|January 10, 2010 |
2. Learning Objectives and Development Objectives
|1. Learning objectives: |
|- To provide the contemporary thinking in the field of product/brand management and its applications in the current market |
|situation. |
|- To develop students' analytical ability and skills to create strategic marketing plan to support brand and product |
|management. |
|2. Objectives for course development/improvement: |
|- Update the course content and add some new examples, especially through online, case study applied to theoretical concept.|
|- Emphasize more for the knowledge of launching new product strategies. |
3. Course Content and Activities
|1. |Course content: |
| |This course aims at introducing the students to the essential principles and practices of product management |
| |including analyzing the market; developing objectives and strategies for the product or service; making decisions |
| |about price, advertising, promotion, distribution channels and service; understanding financial analysis for product|
| |management; and monitoring product performance through marketing metrics. |
|2. |Number of hours per each semester: |
|Lecture |Tutorial |Lab/Field Study/Workshop |Self-study |
|Lecture 45 hours |Upon requested |Workshop ,Simulation |3 hours per week |
|3. |Number of hours per week for advising and academic counseling for individual students: |
| |Students can request for academic advices prior/after classes or in class hours. |
| |Students can make appointment or stop by at the faculty members’ offices during the specified office hours (18 hours|
| |per week). |
| |Students can request academic help through the website of the Department or emails of faculty members. |
| |Students can download course materials from the Department website. |
4. Learning Outcomes
|1. |Morals and ethics: |
| |1.1 |Morals and ethics needed to develop |
| | |Possess ethical, moral and honest behavior academically and professionally |
| | |Have self disciplinary and punctuality |
| | |Pay respect to other people’s rights and their opinions |
| | |Comply with rules and regulations of the university, the organizations and the society |
| | |Comply with professional codes of conducts |
| | |Make valuable contributions to the society |
| |1.2 |Methodology |
| | |Emphasis on the importance of ethical and moral issues in the real business world |
| | |Case study of problems of unethical behavior in the real business world |
| | |Examples of unethical and immoral behavior in class lecture and discussion |
| |1.3 |Assessment |
| | |Students’ manners in class (pay respect to classmates and lecturer, come on time to the class, etc.) |
| | |Students’ disciplines (follow the university’s policy and classroom policies, on time submission of |
| | |assigned works, no plagiarism, etc.) |
| | |Students’ self contributions to the society |
| | |Performance evaluation on quizzes, exams and project |
|2. |Knowledge: |
| |2.1 |Expected knowledge to be gained |
| | |Gain overall knowledge in marketing field |
| | |Possess clear understanding of theories and principles of and new development in the marketing and related|
| | |industries |
| | |Possess analytical skills, problem-solving skills, communication skills, ICT skills, business skills to be|
| | |successful entrepreneurs/marketing managers |
| | |Able to integrate financial knowledge in making effective business decisions |
| | |Able to apply the research findings to handle business problems and develop new business and marketing |
| | |knowledge |
| | |Update and understand changes in professional norms, values, rules, and regulations under marketing and |
| | |related industries |
| |2.2 |Methodology |
| | |Class lecture on theories and practical knowledge |
| | |Examples of real world situations |
| | |Class discussion on case study, concerned business problems, etc. |
| | |Project |
| | |Presentations |
| |2.3 |Assessment |
| | |Quizzes, midterm and final examinations |
| | |Project evaluation |
| | |Questions and answers in class discussion |
|3. |Intellectual Skills: |
| |3.1 |Intellectual skills needed to develop |
| | |Able to critically and logically analyze business/financial problems |
| | |Able to apply theories to develop effective action plans for business/financial problems |
| | |Have innovative and initiative ideas in utilizing theoretical knowledge to solve business problems |
| | |Able to solve the problems intellectually, wisely and professionally |
| | |Able to analyze and predict the expected outcomes from decision making, problems solving, business |
| | |practices and investment decision |
| | |Able to perform routine and assigned tasks effectively |
| | |Able to initiate and develop systematic, effective, efficient working process with respect to the real |
| | |situation |
| | |Able to evaluate data and ideas as well as gather new evidences from various sources of information |
| |3.2 |Methodology |
| | |Self learning and searching information from the Internet and other sources of information |
| | |Project |
| | |Class discussion on concerned topics |
| |3.3 |Assessment |
| | |Quizzes, midterm and final examinations |
| | |Project evaluation |
| | |Questions and answers in class discussion |
|4. |Interpersonal skills and responsibility: |
| |4.1 |Interpersonal skills and responsibility needed to develop |
| | |Able to manage emotional behaviors in oneself and others |
| | |Able to cope with changing environmental issues and work pressures |
| | |Open and willing to learn and reasonably accept criticism |
| | |Able to work as a team |
| | |Able to communicate effectively in a diverse team |
| | |Have responsibility in the assigned tasks |
| | |Continuously engage in self and professional development |
| | |Have good time management |
| | |Possess ability of being a good leader and a good follower and solving problems based on their priority |
| | |Contribute in making effective solutions to group problems |
| |4.2 |Methodology |
| | |Group discussion in class |
| | |Group project |
| |4.3 |Assessment |
| | |Self evaluation on group project |
| | |Peer evaluation on group project |
| | |Class observation in students’ engagement and responsibility |
|5. |Quantitative skills, communication skills, and ICT skills: |
| |5.1 |Quantitative skills, communication skills, and ICT skills |
| | |Possess and able to apply appropriate quantitative skills and techniques in mathematics, statistics, |
| | |finance and accounting to solve problems |
| | |Possess information and communication technology skills |
| | |Possess ability in acquiring and analyzing information in making business/financial decisions |
| | |Possess ability in summarizing, communicating and presenting information effectively |
| | |Possess discretion in the use of communication and information technology in an appropriate manner |
| |5.2 |Methodology |
| | |Self learning and searching information from the Internet |
| | |Class discussion |
| | |Presentation |
| | |Class assignments for case study, problems-solving, etc. |
| |5.3 |Assessment |
| | |Project evaluation |
| | |Class discussion evaluation |
| | |Presentation evaluation |
| | |Assignment evaluation |
5. Course Planning and Assessment
| |
|1. Course planning (follow มคอ.3,book #15, page 6) |
| |
|TENTATIVE CLASS SCHEDULE |
| |
|WEEK |
|TOPICS |
| |
|1 |
|Introduction to product and brand |
| |
|2 |
|New Product Development Process (NPD) |
| |
|3 |
|Idea Generation |
|Idea Screening |
|Concept Development and Testing |
|Brand Positioning |
| |
|4 |
|Marketing Strategy for New Product |
| |
|5 |
|Branding New Product |
| |
|6 |
|Defining Brand Equity and its Measurement |
| |
|7 |
|Brand Architecture and Brand Portfolio Management |
|Cannibalization Effects |
| |
|8 |
|Business Analysis for New Product |
| |
|9 |
|Product Development and Product Testing |
|Commercialization New Product |
| |
|10 |
|Review |
| |
|11 |
|Introduction to Marketing Game |
|Rule of game presentation |
| |
|12 |
|Marketing Game 1 |
| |
|13 |
|Marketing Game 2 |
| |
|14 |
|Marketing Game 3 |
| |
|15 |
|Marketing Game 4 |
| |
|2. Assessment (follow มคอ.3,book #15, page 11) |
| |
|Simulation Game 10% |
|Individual Presentation 5% |
|Class Participation 5% |
|Workshop and Assignments 10% |
|Midterm Examination 30% |
|Final Examination 40% |
|Total 100% |
6. Course Resources
|1. Required text books and readings: |
| |
|Donald R. Lehmann, Russel S. Winer (2005), “Product Management”, 4th edition, |
|McGraw-Hill. Charlotte H Mason, Jr., William D. Perreault, “Marketing Game”, |
|3rd edition, McGraw-Hill. |
|2. Supplementary reading list/references: |
| |
|lms.au.edu |
| |
|3. Recommended reading list/references: |
| |
|Kevin Lane Keller (1998), “Strategic Brand Management”, 1st edition, Prentice Hall. |
|Leslie de Chernatony (2001), “From Brand Vision to Brand Evaluation”, 1st edition, Butterworth/ Heinemann. |
7. Course Feedback and Improvement
|1. |Course evaluation by students: |
| |Discussion with students |
| |End-semester questionnaire |
| |Class evaluation/peer evaluation |
|2. |Other methods of course evaluation: |
| |Discussion with experts |
| |Industry survey |
|3. |Course development and improvement: |
| |Research |
| |Seminars |
| |Course workshop and meeting |
| |Course mentor |
| |Class observation |
| |Knowledge sharing |
|4. |Quality assurance of the course: |
| |Internal committees |
| |External committees |
| |Internal quality assurance |
| |External quality assurance |
|5. |Course revision and development plan: |
| |Major revision every 5 years |
| |Minor revision where appropriate |
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